THE MARKETING IMPORTANCE OF PACKAGING
Packaging design is an essential part of a marketing strategy, yet many companies still neglect this step. In this article, we will explain why it is vital for your brand to invest in packaging design.
Packaging will be the first physical connection between your brand and the consumer. As with all relationships, the first impression is crucial. Successful packaging has every chance of leading to a favorable purchase decision. On the contrary, a neglected packaging could give the advantage to your competitors. Indeed, with equal quality and price, humans tend to turn to what they find most beautiful.
THE FUNCTIONS OF PACKAGING
The primary function of packaging is to protect the contents. A solid packaging is therefore to be preferred, especially if your product is fragile. You don't want your customers to find themselves in front of a damaged item.
Some products, especially in food and cosmetics, require protection from the outside environment. You will have to imagine a packaging that is resistant to temperature changes, UV light or that meets very strict hygiene standards.
Some people would stop at these two primary functions. However, your packaging is also an excellent communication tool.
COMMUNICATE VIA PACKAGING
As mentioned before, the packaging will be the first window of your product. You can take advantage of it in many ways, we will explain how to make the most of it.
Your packaging must first of all inform the consumer. Every detail on the packaging will be analyzed by the customer in order to help them in their purchase decision. A person who is not yet familiar with your brand will want to understand what is inside your packaging. It will be necessary to explain clearly what is inside the packaging in order to correctly reach your target. Do not hesitate to use pictograms, diagrams, graphics, images or transparency effects in your packaging. The key words are clarity and honesty. The consumer must be able to trust your product.
When designing your packaging, it is important to be in line with the current trend. Create an object that will attract the eye and arouse curiosity. You want new customers to spontaneously approach your product. Be aware, however, that fashions are ephemeral and that it is necessary to adapt to them. You may have to change your packaging regularly.
Are you wondering what the trends are for 2022? Well, we have written an article on this subject here.
Highlighting the product
Create a connection
If you can create a connection between the consumer and your packaging, you've won. But how do you initiate a connection between a package and a person? By offering an experience.
Connected packaging is in the air nowadays. Put a simple QR code on the box and your customer will be able, thanks to the scan of his cell phone, to open a page containing all the information of the article. Better yet, with technology evolving so quickly, you can imagine creating a virtual reality effect around your packaging, all while highlighting your product.
You like the concept but you are afraid that a QR code will spoil the design of your packaging? You can hide an NFC tag between the layers of the packaging. It works like a credit card chip, just wave your phone in front of it and it will detect it. NFC chips also have the advantage of having a unique ID which allows to avoid counterfeiting and to authenticate products.
HOW TO DESIGN A PACKAGING ?
There are several elements to consider when coming up with a packaging design. The key is to always be true to your brand, not overdoing it while doing enough to stand out.
The choice of the shape is important as much in the visual as in the logistics. The most commonly used models in the packaging world are squares, rectangles and rounds. It can therefore be tempting to stand out with an original shape. However, a pyramid box will be less easy to store than a cube. However, centurybox.be is an expert in designing foldable boxes, which can offer a very nice alternative and logistic solution to your company.
If despite reading this article, you still have doubts and questions about the design of your future packaging, you can call on experts in the field. At Centuryprint.eu, it is possible to create a 100% personalized packaging with the advice of qualified graphic designers and professionals.